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Loterie Romande, the lottery provider for the 6 French-speaking Swiss-Cantons, felt their online offer had become outdated and needed a complete rethink.

Else were brought in to work alongside Camelot Global to redesign their eGaming platform, aiming to provide more opportunity to both players and LoRo. The objective was to offer a modern, relevant and personalised experience for their players with mobile at its core.

As far as branding goes, lottery websites rank high on the list of complexity. Each lottery product tends to have its own unique branding, and all those brands are fighting for the user’s attention. How do you make those brands all live together, whilst still maintaining a global brand identity?

First, we broke down what the objective words meant, in the context of LoRo’s goals and mission -

Modern: Refined and elegant; Engaging and exciting; Premium and aspiring.
Relevant: Timely; Appropriate to the individual; Appropriate to the channel.
Personalised: Knows what I like; Offers me more each time; Makes it simple to repeat actions.

​These keywords led us to defining 7 core principles -

It's a game! - it should be fun & feel exciting
Show wins - excite players with potential to win big
Be current - lead on the next big event and do so with drama
Be simple - decrease searching to increase playing times
Be intriguing - have fun with data, be cute
Be useful - create added value for registering
Mobile first - have a short, snappy & easy to use UI

The redesign far exceeded all original objectives. A +250% increase in registrations was achieved and player volume doubled, which in turn delivered a +25% growth in sales.

This work led to our most recent Gold Award at the 2019 DBA Design Effectiveness Awards, as well as Silver Award at the 2019 Digital Impact Awards for Best Digital Rebrand.